Shaded in the Clouds — Logo Design & Brand Identity For Shaded in the Clouds, I developed a complete visual identity designed to feel expressive, whimsical and creative while still remaining polished enough to grow with the brand. The identity centered around a custom wordmark and cloud motif, with extensive exploration of typography, shape, line weight, color and composition. From the primary logo, I expanded the direction into a flexible visual system that could remain recognizable across digital platforms, physical products and future brand applications. My work included: • logo concept development and refinement; • primary and secondary logo variations; • custom cloud and supporting brand marks; • color palette development; • typography selection and hierarchy; • alternate logo colorways; • visual direction and brand applications; • comprehensive brand guidelines and mockups. The final system gave Shaded in the Clouds a distinct visual personality while providing enough structure and flexibility for the identity to evolve across future touchpoints.

1

18

GOODLES × Hot Ones — Social Campaign & Creative Concept | Food & CPG “The Comfort Gauntlet” is a speculative campaign concept I developed around a GOODLES × Hot Ones collaboration, combining the comfort-food appeal of mac and cheese with the escalating heat and challenge culture associated with Hot Ones. I created a three-level product concept spanning mild, medium and hot, then developed the campaign identity, messaging and social creative around the idea “Creamy. Cheesy. Chaos.” The visual direction combines both brands’ bold personalities while creating a distinct campaign system that could extend across packaging, digital advertising and social media. My work included: • campaign strategy and concept development; • collaboration positioning; • campaign naming and copywriting; • product and flavor concepting; • packaging creative direction; • social media campaign graphics; • digital advertising concepts; • visual storytelling and launch direction. This is an independent speculative concept and is not affiliated with GOODLES or Hot Ones. Generative AI was used selectively for supporting imagery; the campaign strategy, concepts, messaging, layouts and creative direction are original.

1

17

Tower 28 × Owala — Camp SOS Campaign Concept | Beauty, Wellness & Lifestyle Camp SOS is a speculative brand collaboration concept I developed to explore how Tower 28 and Owala could come together through a shared summer lifestyle experience. Rather than simply combining products, I built the concept around a larger “camp-issued” world connecting skincare, hydration and outdoor summer culture. I developed the campaign positioning, visual direction and consumer-facing creative, translating the concept across social content, branded merchandise, promotional graphics and campaign storytelling. The result is a collaboration designed to feel cohesive, nostalgic and highly recognizable while still maintaining the personality of both brands. My work included: • campaign concept and positioning; • collaboration strategy and creative direction; • campaign naming and messaging; • visual identity and art direction; • social media and promotional graphics; • branded merchandise and experiential concepts; • launch storytelling and copy direction. This is an independent speculative concept and is not affiliated with Tower 28 or Owala. Generative AI was used selectively to visualize supporting imagery; the strategy, concept, creative direction, messaging and layouts are original.

1

27

Cover image for Petti Pathways Counseling — Website

Petti Pathways Counseling — Website Design, Social Media & Digital Marketing | Mental Health, Wellness & Professional Services Following the development of Petti Pathways Counseling’s new visual identity, I extended the brand into a cohesive website and social media presence designed to build trust, educate prospective clients and make the practice’s services easier to understand. The website needed to feel calming and personal while still presenting the professionalism expected from a trauma-informed counseling provider. I translated the established visual system into a responsive digital experience using clean layouts, natural imagery, approachable language and clear pathways for visitors seeking information or support. My work included: • website strategy and content organization; • responsive page design and development; • service and therapist information layouts; • brand-aligned website copy and messaging; • clear calls to action and client inquiry pathways; • mobile-friendly formatting and navigation; • social media strategy and content planning; • branded educational graphics and templates; • mental health awareness content; • platform-specific copywriting and captions; • content performance tracking and reporting. The primary challenge was communicating sensitive mental health topics in a way that felt accessible, credible and supportive without becoming overly clinical or visually overwhelming. I created a content system that balanced education, encouragement and practical information while maintaining a consistent brand voice and visual direction. During the broader digital rollout, Petti Pathways recorded a 3,180% increase in followers, a 4,250% increase in accounts reached, 236 content interactions and 221 new followers in less than 30 days. The final website and social system gave the practice a consistent digital presence that strengthened visibility, supported audience connection and provided a scalable foundation for future content and client outreach.

0

32

Petti Pathways Counseling — Logo Design & Visual Identity | Mental Health, Wellness & Professional Services Petti Pathways Counseling is a woman-owned, trauma-informed counseling practice that needed a recognizable visual identity capable of communicating safety, growth and professionalism without feeling overly clinical or impersonal. The goal was to create a calming, approachable logo system that reflected the therapeutic journey and gave the practice a polished foundation for future brand applications. My work included: • brand discovery and creative direction; • primary logo design; • secondary logo and wordmark variations; • a custom pathway-inspired brand mark; • multiple logo arrangements and colorways; • a coordinated color palette; • typography selection and hierarchy; • logo usage and combination guidance; • a comprehensive visual identity guide; • branded mockups demonstrating real-world application. The main creative challenge was balancing warmth and professionalism. The identity needed to feel supportive and human while still presenting Petti Pathways as an established and trustworthy mental health provider. The central logo mark combines the letter “P” with an open, pathway-inspired form, creating a visual representation of movement, reflection and personal growth. Clean typography keeps the system modern and credible, while teal, lavender, soft green, cream and deep navy introduce calmness and warmth. The result is a flexible logo suite and cohesive visual foundation that Petti Pathways can use consistently across print, digital and future branded materials.

0

20

ClinXcel Labs — Brand Identity, Print Design & Marketing Collateral | Healthcare, Laboratory Testing & Professional Services I developed a cohesive visual identity and collection of customer-facing materials for ClinXcel Labs, a mobile DNA, drug and alcohol testing provider serving individuals, employers and legal professionals across the North Carolina Triangle. The project included service and pricing guides, promotional flyers, customer FAQs, business cards, contact materials and digital graphics. I organized complex testing information through clear visual hierarchy, consistent typography and a color-coded system that distinguished the company’s DNA and drug-testing services while keeping the brand professional, accessible and easy to navigate.

0

28

Pizzeria Coco — Website Design, WordPress Development, Print Design & Marketing Collateral | Food, Beverage, Hospitality & Catering I created a complete digital and print refresh for Pizzeria Coco, a women- and AAPI-owned mobile pizzeria serving Washington, DC, Maryland and Virginia. The project included a fully customized six-page WordPress website with custom coding, mobile-responsive design, strategic copy, catering inquiry forms, newsletter integrations and an organized customer journey built to increase bookings. I also expanded the brand across catering menus, event itineraries, promotional signage, QR materials and additional print collateral, creating a cohesive experience across every customer touchpoint.

1

33

Miya Campbell

Marketing strategist, web designer & brand identity expert